View full text in PDF format - VGTU leidykla TECHNIKA

7 th International Scientific Conference“Business and Management 2012”May 10-11, 2012, Vilnius, LITHUANIAISSN 2029-4441 print / ISSN 2029-929X onlineISBN 978-609-457-116-9 CDdoi:10.3846/bm.2012.063http://www.bm.vgtu.lt© Vilnius Gediminas Technical University, 2012MARKETING THEORY: EXPERIENCE MARKETINGAND EXPERIENTIAL MARKETINGSiiri Same 1 , Jorma Larimo 21 Tallinn University of Technology, Ehitajate tee 5, EE-19086 Tallinn, EstoniaEmail: siiri.same@ttu.ee; siiri.same@eas.ee2 University of Vaasa, Wolffintie 34, FI- 65101 Vaasa, FinlandUniversity of Tartu, Narva Road 4, EE-51009 Tartu, EstoniaEmail: jorma.larimo@uwasa.fiAbstract. Despite the fact that experiences are regarded as key concepts in marketing today, there are differentviews and interpretations about the content of terms. The main objective of this article is to analysethe concepts of experience and experiential marketing. Based on the literature review the authors foundthat experience marketing is a strategic and a broader term than experiential marketing. We define experiencemarketing as a strategic and holistic marketing of relevant (and meaningful) experiences, and experientialmarketing as a tactical tool that helps to do marketing experientially. At the end of the article aconceptual model of experience marketing is proposed.Keywords: experience marketing, experience, experiential marketing, customer experience, value.Jel classification: D11, M311. IntroductionIncreasing amount of people are searching formeaning, happiness, sensations, new forms of fulfillmentand core values, which they often find inmarket offerings (Fortezza, Pencarelli 2011). Experiencemarketing is a new approach to marketingand business. Compared to traditional marketing itis an innovative and creative approach, and is goingto be a major growth area in next years.Already in 1999 Schmitt declared that we arein the middle of a revolution that will replace traditionalfeature-and-benefit (F&B) marketing withexperiential marketing (Schmitt 1999 a). In 1998Pine and Gilmore (1998) introduced experienceeconomy as the next economy following the serviceeconomy. Experience is the main componentof experience marketing and according to LaSalleand Britton (2003) and Schmitt (1999 a) it is keymarketing in future. Although experiences are regardedas key concepts in marketing today, thereare mixed views and interpretations about the contentof terms. Experiences are seen in differentways and varying approaches are available. Someterms are sometimes used as synonyms, for exampleconfusion arises when defining experiencemarketing, experiential marketing, and customerexperience management (CEM).Tynan and McKechnie (2009) in the reviewarticle “Experience marketing: a review and reassessment”refer to lack of clarity in marketing literaturewith regard to “what exactly constitutes anexperience and the conflation of terms associatedwith experience marketing”. The seminal articleand book “Experiential marketing” was written bySchmitt in 1999. In the articles written by Schmitt(2009, 2010) ten years later the keyword is surprisinglyexperience marketing.This article seeks to contribute to the existingknowledge of experience marketing. The key researchquestions are: 1) what are experience, experiencemarketing, and experiential marketing?,2) what is the difference and relationship betweenthe terms?, 3) how to conceptualize experiencemarketing? The goal of this theoretical article isbased on the analysis of key concepts and earlierresearch in the field to propose a conceptual modelof experience marketing.The structure of the article is as follows. First,we provide an overview of key concepts of experienceand experiential marketing. Second, we examinesome theoretical approaches and formationof experience marketing, and also relationshipsbetween the terms. Finally, we propose the conceptualmodel of experience marketing to understandthe essence of experience marketing andpave the way for further analysis and research.480

S. Same, J. Larimo2. Definitions of experienceAs a concept and empirical phenomenon, experienceis not as established as other consumer andmarketing concepts, such as choice, attitudes, consumersatisfaction, or brand equity (Schmitt 2010).Poulsson and Kale (2004) observe that no attempthas been made to systematically define an experiencein marketing terms. The lack of clarity lies indifferent ways in which the term can be understood.Tynan and McKechnie (2009) explain thatexperience is both a noun and a verb and “it isused variously to convey the process itself, participatingin the activity, the affect or way inwhich an object, thought or emotion is felt throughthe senses or the mind, and even the outcome byway of a skill or learning”. In addition, experiencesare even more complicated because there isa difference between the simple pleasure of an ordinaryor mundane experience and the enjoymentof an extraordinary or flow experience (Carù,Cova 2003). For example flow experiences describea form of intrinsic motivation and are characterizedas states of intense concentration, focus,and absolute absorption in challenging activity(Csikszentmihalyi 1990).Carbone and Haeckel claim to have launchedthe “experience movement” in 1994 (cited in Tynan,McKechnie 2009), but Holbrook and Hirschmanwrote already in 1982 an iconic article on theconsumption experience. Thus, almost 30 yearsago marketing researchers discovered the importanceof experiential aspects of consumer behaviour.Holbrook and Hirschman (1982) developed auseful model contrasting the differences betweenthe information-processing (rational) and the experientialview (irrational).Carù and Cova (2003) confirm that the conceptof experience is still ill-defined and in thefield of marketing we must use a “typology ofconsumption experiences which goes beyond anideological view” where every experience is extraordinary.Their analysis showed that in the socialsciences and philosophy experience is definedas a “subjective episode in the construction/transformationof the individual with, however, an emphasison the emotions and senses”. By experienceCarbone and Haeckel (1994) mean the "takeaway"impression formed by people's encounters withproducts, services, and businesses – a perceptionproduced when humans consolidate sensory information.Tarssanen and Kylänen (2007) define experienceas “emotional experience that can lead to personalchange“, Pine and Gilmore (1999) as memorableevents, and Pitkänen and Tuohino (2006) asaffective events that have a strong impact on theperceiver.Veijola (2002) describes two dimensions ofexperience: 1) experience (in German Erfahrung),as already perceived or experienced, and 2) experience(in German Erlebnis), not previously experienced.Snel (2011) assures that Erlebnis is isolatedand immediate, but Erfahrung is a continousprocess of doing and undergoing, giving and taking,causes and consequences, action and reflection,etc. German, Dutch, Estonian, Swedish,Norwegian, Finnish, and Japanese languages makea distinction between these two words, but Englishhas only one word ‘experience’.Despite the frequent use by scholars of theterm ‘experience’, its definitions in the literaturetend to focus on different elements (Table 1).Table 1. Lexicon of experienceAuthors Year ExperienceMaslow 1964 Peak experienceHolbrook,Hirschman1982 Experiential aspectsCsikszentmihalyi 1990 Flow experienceArnould, Price 1993ExtraordinaryexperienceCarbone, Haeckel 1994Customer experienceengineeringPine, Gilmore 1998Distinct economic offering,memorable, experienceeconomySchmitt 1999 Experiential marketingPoulsson, Kale 2004CommercialexperienceBoswijk,Thijssen,Meaning2005PeelenexperienceTarssanen,Experience pyramid,2007Kylänenpersonal changeIn summary, experience is a complex and layeredconstruct. There are even more dimensions –Carbone and Haeckel (1994) explain that experience“may be good or bad, lasting or fleeting, arandom phenomenon or an engineered perception”.An experience as a noun is something that affectsthe way you feel or knowledge or skill fromdoing, seeing or feeling things. An adjective ‘experiential’means based on experience. That stressesthe importance of experience as a basis of thearea.3. Experiential marketingAccording to Schmitt, the initiator of experientialmarketing, the framework of experiential marketinghas two aspects: 1) five types of experiences,481

MARKETING THEORY: EXPERIENCE MARKETING AND EXPERIENTIAL MARKETINGcalled strategic experiential modules (SEMs),which form the strategic underpinning of experientialmarketing, and 2) experience providers (Ex-Pros), the tactical tools (Schmitt 1999b). Holbrook(2000) criticizes Schmitt for positioning this rathermodest conceptual framework as “a key strategicplanning tool” of experiential marketing. We stressthat marketing planning tool is tactical, not strategic.Experience marketing concept is based on experiences,not only on specific activities that areexperiential in nature.Carù and Cova (2003) are critical towardsAmerican romanticism (Schmitt, Holbrook, Pine,Gilmore, etc.) and confirm that this allowed Holbrookto propose the "logical sequence: ‘romanticism→ experiential consumption → emotionalresponses → pleasure’, and to insist on the factthat in this experiential approach, sensations aremore important than the consumers’ rationalthoughts”.Smilansky (2009) defines experiential marketingas a “process of identifying and satisfying customerneeds and aspirations profitably, engagingthem through two-way communications that bringbrand personalities to life and add value to the targetaudience”. Experiential marketing helps to createexperiences and emotions to the customers. InternationalExperiential Marketing Association(2011) states that experiential marketing “allowscustomers to engage and interact with brands, products,and services in sensory ways”. According toYou-Ming (2010), experiential marketing is a“communication method, which mainly raises customers’physical and emotional feelings”. Hauser(2007) describes experiential marketing as a holisticapproach to the customer/brand relationship.Cantone and Risitano (2011) confirm thatmany firms are adopting CEM strategies, in which„the role of emotions, feelings, sentiments, passionsand experiences” are emphasized in consumer-brandrelationships. According to Yuan andWu (2008), experiential marketing can be seen asa marketing tactic designed by a business to stagethe entire physical environment and the operationalprocesses for its customers to experience. Wehighlight that all these definitions indicate that experientialmarketing is mainly related to emotions,feelings, and senses; and has less to do with cognitionand human intentions.When Schmitt (1999a) explains the idea ofPine and Gilmore’s (1998, 1999) experience economyhe uses the phrase experiential economy. Itshows how those terms and words are used interchangeably.4. Experience marketingAccording to Leeflang (2011) one of the specifictopics that have not yet received enough attentionis experience marketing.Experience marketing is generally based onexperience economy theory. Pine and Gilmore(1998) claim experiences to be the fourth economicoffering. They explain the progression ofvalue from commodities to experiences by showinghow experiences differ from goods and services(Table 2). Pine and Gilmore (1999, p. 12)declare that “while commodities are fungible,goods tangible, and services intangible, experiencesare memorable”.Table 2. Economic distinctions (Source: adaptation ofPine and Gilmore (1998))EconomicofferingGoods Services ExperiencesEconomy Industrial Service ExperienceNature ofofferingTangible Intangible MemorableKeyattributeStandardized Customized PersonalSellerManufacturerProvider StagerBuyer User Client GuestFactors ofdemandFeatures Benefits SensationsExperience economy (Exponomy) is of increasingfocus. Although the concept was born inthe business field in 1998, it has gone beyond itsboundaries to tourism (Leighton 2007), retailing(Grewal et al. 2009; Verhoef et al. 2009), architecture,sports, branding (Brakus et al. 2009; Gentileet al. 2007), entertainment and arts (Petkus 2004),urban planning, hospitality and other fields.Experience economy is also considered as amain underpinning for customer experience management(CEM). According to Schmitt (2003), theterm ‘customer experience management’ representsthe “discipline, methodology and/or process”used to comprehensively manage a customer'scross-channel exposure, interaction and transactionwith a company, product, brand or service. CEM ismore like a program (Cantone, Risitano 2011) orschedule, based on five steps. The CEM strategiesimpel the customer’s involvement at different levels(Gentile et al. 2007): rational, emotional, sensorial,physical, and spiritual.Walls et al. (2011) define ‘consumer experience’as “multidimensional takeaway impressionor outcome, based on the consumer’s willingnessand capacity to be affected and influenced byphysical and/or human interaction dimensions”.482

S. Same, J. LarimoExperience marketing offers engaging, interactive,and entertaining brand experiences. Brakuset al. (2009) define brand experience as “subjective,internal consumer responses (sensations, feelings,and cognitions) and behavioural responses evokedby brand-related stimuli” that are part of a brand’sdesign and identity, communications, and environmentsin which the brand is marketed or sold.Experience marketing is also related to consumerbehaviour theory. Consumer behaviour as afield has expanded to three dominant specializations(subfields): consumer information processing,consumer culture theory, and behaviouraldecision theory (MacInnis, Folkes 2010). Thesesubfields have all provided consumer insights onexperiences. However, Schmitt (2010) regards thatalso two other main marketing disciplines (marketingstrategy and marketing models) have alsocontributed to experience marketing in addition toconsumer behaviour.According to Schmitt (2010) the key conceptsof experience marketing are: 1) experiential value,2) different types of experiences, 3) the distinctionbetween ordinary and extraordinary experiences,and 4) experience touchpoints. Consumer behaviourand experience marketing fields are open toadjoining disciplines, e.g. psychology, economics,communications, sociology, anthropology, andculture. These fields may be useful to better understandconsumer behaviour and experience marketing.4.1. DefinitionTo simplify, as the wording suggests, the focus inexperience marketing is on experience. The otherimportant components are the customer and experienceco-creation. “Experience marketing cancreate emotions by making entertainment for customers,by allowing them to escape from the reality,by educating them and giving them aestheticobjects or places to see” (Pine, Gilmore 1999).The diverse perspective and translations on experiencehas made it difficult to understand the conceptand also define experience marketing. There isno consensus today on what the term ‘experiencemarketing’ refers to, and the context in which it isused. Lee et al. (2010) explain that experience marketingaims to request marketing staff to emphasizethe overall experience quality for consumers passedby brands, including rational decision-making andsentimental consumption experience. Baron et al.(2009) define experience marketing as “the creationof a memorable episode based on a customer´s directpersonal participation or observation”. But atthe same time they use exactly the same definitionfor experiential marketing.4.2. The difference between experience andexperiential marketingThe formation of experience marketing is a processfrom a stimulus up to a change in customerbehaviour, learning or attitude. Experiences occurin response to some stimulation (Schmitt 1999a),e.g. marketing mix. The stimulus can be interpersonal(between people) or intrapersonal (within aperson); it can be marketing stimulus (e.g. 4P) orenvironmental (e.g. economic, technological, cultural).For its subjectivity experiences depend on theexpectations and values of the customer (Tarssanen,Kylänen 2007). Experience can involve aperception on which one builds his/her own stateof reality; a reality based on his/her interactionwith the environment (Fig. 1).Stimulus,marketing mixAffectionMeaningful relationshipLife situationCognitionAffectionConationPerception,valuesParticular experience(what do you feel?)Experiential marketingMeaningful experience(what do you know, feel, want?)Experience marketingEnvironmentChangeor satisfactionBehaviourValue cocreationFig.1. The difference between experience and experientialmarketing (Source: adaption of Leppiman, Same2011)A customer creates meaning to all he/she perceives.Experience represents a meaningful relationshipbetween a person’s perceptional activityand a life situation, and is of particular significanceto the person (Perttula 2007). When the customerexperiences something to be important, thisforms his/her life situations consisting of everythinghe/she is in meaningful relationship (Leppiman,Same 2011). Experiences are formed out of483

MARKETING THEORY: EXPERIENCE MARKETING AND EXPERIENTIAL MARKETINGthese relationships and life situations. Fortezza andPencarelli (2011) call it “packaging moments oflife”.Experiences may result in changes in attitudeor behaviour. Customer attitude consists of threecomponents: cognitive (mental images, understanding,interpretations), affective (feelings, emotions),and conative (intentions, actions, behaviour). “Themost common sequence that takes place when anattitude forms is cognitive → affective → conative”(Clow, Baack 2007). This sequence can forma meaningful and relevant experience. Meaningfulexperience is composed of feelings, knowledgeand beliefs (Leppiman, Same 2011). Thus, meaningfulexperience is broader than particular, whichis mainly related to emotions and feelings, as seenon Fig. 1. A holistic experiential feeling may leadto changes in personal opinions and attitudes of acustomer. Fig. 1 highlights that the platform ofexperience marketing is strategic and larger thanexperiential marketing.4.3. Conceptual model of experience marketingAn experience is important in business and technologybecause to the mind every economic offeringis experienced (Van Doorn 2006). Experienceis broadly speaking an interaction between a company(brand/product/service) and a customer. Experienceis shaped by the characteristics of thecustomer and those of the product, company orbrand. Desmet and Hekkert (2007) explain that“all actions and processes that are involved, suchas physical actions and perceptual and cognitiveprocesses (e.g. perceiving, exploring, using, remembering,comparing, and understanding), willcontribute to the experience”.Consumer behaviour is influenced by internalinfluences, e.g. demographics, personality, motivation,knowledge, attitudes, beliefs, and feelings. Thebehaviour is also influenced by external influences,e.g. culture, past experience, lifestyle, marketingmix. Psychological factors include individual’s motivation,perception, attitude and belief, while personalfactors include income level, personality, age,occupation, lifestyle, etc. In addition, the experienceis always influenced by the context – environmentin which the interaction takes place.The most important parts of the model (Fig. 2)are: 1) offering or stimulus, 2) interaction betweenthe customer and company, 3) experience andvalue co-creation, 4) value. We believe these arethe cornerstones of experience marketing.Hekkert (2006) distinguishes three levels of experience:attribution of meaning (experience ofmeaning), emotional response (emotional experience),and aesthetic pleasure (aesthetic experience).These experiences influence value co-creation, purchasedecisions and behaviour.At the level of meaning, cognition comes intoplay. Desmet and Hekkert (2007) confirm thatcontrary to popular belief, “an emotion is the resultof a cognitive, though often automatic and unconscious,process”.Offering or stimulusCustomerInteractionCompany (brand,product, service)Actions andprocessesContext,environmentMarketing mixElementsof experienceExperienceand valueco-creation,(andbehaviour)Levels ofexperience(meaning, emotionalresponse,aesthetic pleasure)Value tocustomersValue tocompanyValue tosocietyFig. 2. Conceptual model of experience marketingThe ultimate outcome for the company is e.g.sales, value added, loyalty, etc. There is also outcomefor the customer and ultimately to society.Tynan and McKechnie (2009) assert that experiencemarketing can deliver sensory, emotional,cognitive, behavioural and relational value to customers,to which social and information basedvalue can be added.In 2007 the American Marketing Associationadopted a new official definition of marketing(Keefe 2008): “Marketing is the activity, set ofinstitutions, and processes for creating, communicating,delivering, and exchanging offerings thathave value for customers, clients, partners, andsociety at large.” This definition also supports themodel.5. DiscussionExperience marketing is more complex than thetraditional marketing of the post-industrial era(Fortezza, Pencarelli 2011). We claim to have experience-drivenorganizations, experience-oriented484

S. Same, J. Larimostrategy and experience-based activities using theword ‘experience’, but still many authors use experientialmarketing (for the whole approach)while knowing that everything is based on experiences.As for parts of speech, ‘experience’ is anoun and a verb, while ‘experiential’ is an adjective.The company’s marketing approach and activitiescan be experiential in nature, but everythingis based on experience(s) or driven byexperiences. The authors of this article recommendthe wider use of the term ‘experience marketing’,because at the broadest level it is strategic marketing,a field of study, a broader concept referring tothe “world of experiences”. In this article the termstrategic marketing is used in reference to the fieldof study and marketing strategy in reference to theorganizational strategy construct and the lattermay be defined as organization’s integrated patternof decisions (Varadarajan 2010).Experiential marketing is part of experiencemarketing. Experiential marketing is a tactical,rather than a strategic approach that marketersshould consider central to their integrated marketingcommunications plans, including techniques,which are part of the core experience marketingstrategy. Experiential marketing shows us theways how managers can create experiences(Schmitt 2003). Smilansky (2009) explains thatexperiential strategy is the campaign’s main concept.Through the best practices Smilansky (2009),Schmitt (2003), and other authors show how toinvolve and engage the audience.We can conclude that experiential marketing islimited in scope, and more executive in nature, e.g.it may consist of a single campaign or involve onlyone media channel. The focus of experiential marketingis on specific business objectives, largelyon creating or modifying the environments inwhich customers interact. Tactical decisions aremarketing mix decisions (e.g. promotion, communication)and they define how the strategic decisionswill be implemented (Varadarajan 2010).Everything marketers do is experiential at somelevel – from the brand identity creation to the packaging,store design, media communication, or Website. These are tactical decisions and activities. Experiencemarketing is strategic marketing of experiences(according to Pine and Gilmore (2002) theexperience is the marketing). Experiential marketinghelps to market experiences, answers the questionhow to do marketing experientially.6. ConclusionsDrawing from the extant literature and consideringall most relevant scientific contributions we definethe terms. Experience is an economic offering andan interaction between the company/brand/service,and customer, who perceive and meaningfully experienceit. Experience marketing is strategic (customer-centric)and holistic marketing of relevant(and meaningful) experiences that takes into accountthe affective, cognitive and conative perspectivesof consumption experience. Experientialmarketing as a marketing planning tool is concernedon tactical and operational level actionswhere the main question is how to do marketing(campaign) experientially.Experience marketing is strategic marketingmanagement and is used to manage customer interaction,cross-channel exposure, and value cocreation.We found that experiential marketingfocuses on tactical and operational level actionswhere the main question is how to do marketingexperientially. To be successful, Poulsson andKale (2004) argue that a marketing experienceshould have personal relevance for the customer,be novel, offer an element of surprise, engenderlearning and engage the customer.Fig. 1 presents the formation of experiencemarketing and should assist marketing professionalsto understand the difference between the terms.Here are two important dimensions: experientialmarketing (connected to particular experience andaffection) and experience marketing (connected tomeaningful experience; cognition, affection, andconation). Our analysis of the literature leads us toconclude that experience marketing is more comprehensivein scope and strategic in nature thanexperiential marketing. Experience marketing isholistic and seeks to understand the value of customerexperiences and besides affective perspectivesregards cognitive and conative perspectives.This observation is important in order to understandthe difference between the terms.The conceptual model (Fig. 2) is a figurativerepresentation of the domain and thus attempts toexplain the essence of experience marketing. Themodel should assist marketing professionals tounderstand the essence of experience marketing.The consensus on what does and does notconstitute experience marketing and what distinguishesit from other fields is far from clear. Furtherempirical research is needed to analyse thespecific dimensions of experience marketing andexplore the relationships between the elements.More research is needed to fully understand theexperience construct and its impact on customers.For example, according to Walls et al. (2011), additionalexploration is needed to understand therelationship between experiences, emotions, cognition,and multisensory elements. Also openness485

MARKETING THEORY: EXPERIENCE MARKETING AND EXPERIENTIAL MARKETINGto adjoining disciplines can add insights to experiencemarketing.Finally, we proposed a conceptual model ofexperience marketing that should be tested empirically.Marketers need to understand the conceptualframework and principles of experience marketing,because experience marketing is the only wayto gain competitive advantage in tough competition.From the company’s perspective it is usefulas a differentiation strategy. Experience marketingcan lead to greater impact for the customer, increasedeffectiveness, and even cost savings comparedto traditional marketing.ReferencesArnould, E. J.; Price, L. L. 1993. River Magic:Extraordinary Experience and the Extended ServiceEncounter, Journal of Consumer Research 20(1):24–45. http://dx.doi.org/10.1086/209331Baron, S.; Harris, K.; Hilton, T. 2009. Services Marketing:text and cases. Third Edition. Palgrave Macmillan,Basingstoke, Hampshire, UK.Boswijk, A.; Thijssen, J. P. T.; Peelen, E. 2005. A NewPerspective on the Experience Economy: MeaningfulExperiences. Pearson Education, Amsterdam,Netherlands.Brakus, J. J.; Schmitt, B. H.; Zarantonello, L. 2009.Brand experience: what is it? How is it measured?Does it affect loyalty? Journal of Marketing 73(3):52–68. http://dx.doi.org/10.1509/jmkg.73.3.52Cantone, L.; Risitano, M. 2011. Building consumerbrandrelationships for the customer experiencemanagement, in The 10th “International MarketingTrend Conference”. Paris, France, 20-22 January2011. Selected papers. Paris, 2011, 1–33. ISBN 978-2-9532811-2-5.Carbone, L. P.; Haeckel, S. H. 1994. Engineering CustomerExperiences, Marketing Management 3(3): 8–19.Carù, A.; Cova, B. 2003. Revisiting Consumption Experience,Marketing Theory 3(2): 267–286.http://dx.doi.org/10.1177/14705931030032004Csikszentmihalyi, M. 1990. Flow: The Psychology ofOptimal Experience. First edition. HarperCollinsPublishers, New York, USA.Clow, K. E; Baack, D. 2007. Integrated Advertising,Promotion, and Marketing Communications. Thirdedition. Pearson Prentice Hall, New Jersey, USA.Desmet, P.; Hekkert, P. 2007. Framework of ProductExperience, International Journal of Design 1(1):57–66.Fortezza, F.; Pencarelli, T. 2011. Experience marketing:specific features and trends. The Wish Days casestudy, Journal of Marketing Trends 1(6): 57–69.ISBN 978-2-9532811-0-2.Gentile, C.; Spiller, N.; Noci, G. 2007. How to Sustainthe Customer Experience: An Overview ofExperience Components that Co-create Value withthe Customer, European Management Journal25(5): 395–410.http://dx.doi.org/10.1016/j.emj.2007.08.005Gilmore, J. H.; Pine, B. I. 2002. Customer experienceplaces: the new offering frontier, Strategy andLeadership 30(4): 4–11.http://dx.doi.org/10.1108/10878570210435306Grewal, D.; Levy, M.; Kumar, V. 2009. Customer experiencemanagement in Retailing: An organizingframework, Journal of Retailing 85(1): 1–14.http://dx.doi.org/10.1016/j.jretai.2009.01.001Hauser, E. 2007. Brandweek: Experiential Marketing,in Experiential Marketing Forum. 26 July 2007.Available from Internet:http://ixma.org/articles/brandweek072607.pdfHekkert, P. 2006. Design aesthetics: Principles ofpleasure in product design, Psychology Science48(2): 157–172.Holbrook, M. B. 2000. The Millennial Consumer in theTexts of Our Times: Experience and Entertainment,Journal of Macromarketing 20(2): 178–192.http://dx.doi.org/10.1177/0276146700202008Holbrook, M. B.; Hirschman, E. C. 1982. The ExperientialAspects of Consumption: Consumer Fantasies,Feelings and Fun, Journal of Consumer Research9(2): 132–140.http://dx.doi.org/10.1086/208906International Experiential Marketing Association. 2011.Available from Internet:http://www.ex-perientialforum.comKeefe, L. M. 2008. Marketing defined. Marketing News42(January): 28–29.LaSalle, D.; Britton, T. A. 2003. Priceless: TurningOrdinary Products into Extraordinary Experiences.Harvard Business School Press, Boston,USA.Lee, M. S.; Hsiao, H. D.; Yang, M. F. 2010. The Studyof the Relationship Among Experiential Marketing,Service Quality, Customer Satisfaction and Loyalty,International Journal of Organizational Innovation3(2): 352–378.Leeflang, P. 2011. Paving the way for “distinguishedmarketing”, International Journal of Research inMarketing 28(2): 76–88.http://dx.doi.org/10.1016/j.ijresmar.2011.02.004Leighton, D. 2007. Step back in time and live the legend:experience marketing and the heritage sector,International Journal of Nonprofit and VoluntarySector Marketing 12(2): 117–125.http://dx.doi.org/10.1002/nvsm.288Leppiman, A.; Same, S. 2011. Experience marketing:conceptual insights and the difference from experientialmarketing, in Prause, G., Venesaar, U. (Eds.)Regional Business and Socio-Economic Development5: University-Business Cooperation, BerlinerWissenschafts-Verlag, 240–258.MacInnis, D. J.; Folkes V. S. 2010. The DisciplinaryStatus of Consumer Behavior: A Sociology of486

S. Same, J. LarimoScience Perspective on Key Controversies, Journalof Consumer Research 36(6): 899–914.http://dx.doi.org/10.1086/644610Maslow, A. H. 1964. Religions, Values and Peak -Experiences. Ohio State University Press,Columbus, USA.Perttula, J. 2007. Elämysten merkitys ihmiselämässä, inKarppinen, S.; Latomaa, T. (Eds.) Seikkaillenelämyksiä [Adventure experiences], Lapland UniversityPress, 53–74.Petkus, E. Jr. 2004. Enhancing the Application of ExperientialMarketing in the Arts, International Journalof Nonprofit and Voluntary Sector Marketing 9(1):49–56. http://dx.doi.org/10.1002/nvsm.232Pine, B. J.; Gilmore, J. 1998. Welcome to the ExperienceEconomy, Harvard Business Review July-August: 97–105.Pine, B. J.; Gilmore, J. 1999. The Experience Economy.Harvard Business School Press, Boston, USA.Pine, B. J.; Gilmore, J. 2002. The Experience Is theMarketing, Brand Strategy November: 50–51.Pitkänen, K.; Tuohino, A. 2006. Wintry Experiences inEastern Finland: The Representations of Experiencesin Travel Brochures, in Kylänen, M. (Ed.) Articlesof Experiences. Lapland University Press.164–185.Poulsson, S. H. G.; Kale, S. H. 2004. The ExperienceEconomy and Commercial Experiences, The MarketingReview 4(3): 267–277.http://dx.doi.org/10.1362/1469347042223445Schmitt, B. 1999a. Experiential marketing: How to getcustomers to sense, feel, think, act and relate to yourcompany and brands. The Free Press, New York,USA.Schmitt, B. 1999b. Experiential Marketing, Journal ofMarketing Management 15(1-3): 53–67.http://dx.doi.org/10.1362/026725799784870496Schmitt, B. 2003. Customer Experience Management:A Revolutionary Approach to Connecting with YourCustomers. John Wiley & Sons, Inc. Hoboken, NewJersey, USA.Schmitt, B. 2010. Experience Marketing: Concepts,Frameworks and Consumer Insights, Foundationsand Trends® in Marketing 5(2): 55–112.http://dx.doi.org/10.1561/1700000027Smilansky, S. 2009. Experiential Marketing: A PracticalGuide to Interactive Brand Experiences. KoganPage, London, UK.Snel, A. 2011. For the love of experience: changing theexperience economy discourse. Dissertation. Universityof Amsterdam. Amsterdam: Boxpress. 484p. ISBN: 978-90-8891-308-2Tarssanen, S.; Kylänen, M. 2007. A Theoretical Modelfor Producing Experiences – A Touristic Perspective,in Kylänen, M. (Ed.) Articles on Experiences 2,Lapland University Press, 134–154. ISBN 978-952-5585-37-9.Tynan, C.; McKechnie, S. 2009. Experience marketing:a review and reassessment, Journal of MarketingManagement 25(5–6): 501–517.http://dx.doi.org/10.1362/026725709X461821Van Doorn, M. 2006. An Inside Story on the ExperienceEconomy. Available from Internet:http://www.experience-economy.com/wpcontent/UserFiles/File/InsideStoryOnExperienceEconomy.pdfVaradarajan, R. 2010. Strategic marketing and marketingstrategy: domain, definition, fundamental issuesand foundational premises, Journal of the Academyof Marketing Science 38: 119–140.http://dx.doi.org/10.1007/s11747-009-0176-7Veijola, S. 2002. Aitoja elämyksiä näyttämollä:matkailun elämysteollisuuden sosiaalisesta jataloudellisesta logiikasta, in Saarinen, J. (Ed.)Elämys. [Experience] Teollisuutta, taloutta vaijotakin muuta? Lapland University Press, 91–114.Verhoef, P.; Lemon, K. N.; Parasuraman, A.; Roggeveen,A.; Tsiros, M.; Schlesinger, L. A. 2009. Customerexperience creation: Determinants, Dynamicsand Management Strategies, Journal of Retailing85(1): 31–41.http://dx.doi.org/10.1016/j.jretai.2008.11.001Walls, A. R.; Okumus, F.; Wang, Y.; Kwun, D. J–W.2011. An epistemological view of consumer experiences,International Journal of Hospitality Management30(1): 10–21.http://dx.doi.org/10.1016/j.ijhm.2010.03.008You–Ming, C. 2010. Study on the Impacts of ExperientialMarketing and Customers´ Satisfaction Based onRelationship Quality, International Journal of OrganizationalInnovation 3(1): 189–209.Yuan, Y–H.; Wu, C. 2008. Relationship Among ExperientialMarketing, Experiential Value, and CustomerSatisfaction, Journal of Hospitality and TourismResearch 32(3): 387–410.http://dx.doi.org/10.1177/1096348008317392487